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European Freeski Market Survey 2009/2010

A BOARDSPORTS SOURCE JOB

Winter 2009/2010 Sell-In : Sales estimations per country Freeskis

Country France Austria Switzerland Germany Italy Sweden Russia Norway UK Spain Finland Poland

Free skis 25167 24833 23000 21500 10000 8167 8167 6000 5083 4750 3500 2767

Market share 16,01% 15,80% 14,64% 13,68% 6,36% 5,20% 5,20% 3,82% 3,23% 3,02% 2,23% 1,76%

Czech republic Benelux slovania Denmark

2583

1,64%

2100 2083 1800

1,34% 1,33% 1,15%

Greece Slovakia

1417

0,90%

880

0,56%

Bulgara Hungary Croatia Romania Serbia montenegro Kosovo TOTAL

800

0,51%

660 560 520 440 370 157147

0,42% 0,36% 0,33% 0,28% 0,24% 100%

Winter 2009/2010 Sell-In : Sales estimations per country Freeski Skiboots

country

Ski boots

France Austria Germany Switzerland Russia Italy Norway Sweden UK Spain Benelux Finland

32500 30000 29000 27500 16000 15000 10000 9250 8750 8500 6750 6250

Market share 14,73% 13,60% 13,14% 12,46% 7,25% 6,80% 4,53% 4,19% 3,97% 3,85% 3,06% 2,83%

Czech republic

4250

1,93%

Poland Slovania Hungary Denmark

4100 3000 1400 1250

1,86% 1,36% 0,63% 0,57%

Greece

1250

0,57%

Slovakia Bulgara Croatia

1150 1150 1050

0,52% 0,52% 0,48%

Romania

950

0,43%

Serbia montenegro Kosovo TOTAL

800 775 220625

0,36% 0,35% 100,00%

Winter 2009/2010 Sell-In : Sales estimations per country Freeski Bindings

country Austria France Germany Switzerland Russia Italy UK Sweden Norway Spain Benelux Czech republic Finland Poland Slovania Denmark

bindings 36667 33333 31000 30000 11667 10333 10000 9667 7000 6000 3500 3167 3000 3000 2333 1667

Market share 17,53% 15,94% 14,82% 14,34% 5,58% 4,94% 4,78% 4,62% 3,35% 2,87% 1,67% 1,51% 1,43% 1,43% 1,12% 0,80%

Greece

1667

0,80%

Hungary

1000

0,48%

Bulgara Croatia Slovakia

900 750 750

0,43% 0,36% 0,36%

Romania

700

0,33%

Serbia montenegro Kosovo

550 525

0,26% 0,25%

TOTAL

209175

100,00%

Sell-In Sales estimations over last 3 years

Winter 2009/2010 EU Turnover ESTIMATION based on retail prices with VAT

Freeskis

Freeskis Boots

Freeskis Bindings

65 M€

44 M€

28 M€

winter 0910 20% ski 48%

boots bindings

32%

Switzerland France Germany Austria Norway Italy UK Sweden Russia Benelux Spain Finland Czech republic Poland Slovenia Denmark Hungary Serbia Montenegro Croatia Kosovo Romania Greece Slovakia Bulgaria

Sell-In

Sell-out

+ + + + + + + + + + + eg eg + -

+ + + + + + + + + + + eg + -

Winter 09-10 in Europe / Trends

Sell-In 2010/2011 Global trend :

Ski Boots Bindings

+8% +11% -8%

Helmets

+20%

Apparels

+9%

Distribution segmentation / Details 100%

% rental Vs sales (global market hardware) :

90%

rental sales

28%

31%

37%

72%

69%

63%

80% 70%

Sales : 63 % Rental : 37 %

60% 50% 40% 30% 20% 10% 0% season 0708 Season 0809 Season 0910

% of sales between ski resorts Vs cities : Hardware Cities : 50 % Ski resorts : 50 %

resorts

100% 80%

32.5% 50%

60%

Software Cities : 67.5 % Ski resorts : 32.5 %

40% 20%

67.5% 50%

0% Hardware 0910

Software 0910

cities

Brand ranking estimation / Winter 08-09 reminder… Rang

Freeski Brand

1

K2

2

Salomon

3

Rossignol

4

Freeski Boots Brand

Helmets Brand

Salomon

Giro

Atomic

Scott

Atomic

Nordica

Uvex

Völkl

Head

Rossignol

5

Atomic

Look

6

Head

Tecnica Dalbello/ Lange

7

Line

Head

Sweet/ Bern

8

Armada

Lowa/ Garmont

Protec

9

Dynastar Fischer/4Frnt/ Movement

10

Bindings Brand Salomon/ Marker Rossignol/ Tyrolia

Smith/ Red Salomon Poc

Brand ranking estimation / Winter 09-10 Rang

Freeski Brand

Bindings Brand

Freeski Boots Brand

Helmets Brand

1

K2

Marker

Salomon

Giro

2

Salomon

Tyrolia

Nordica/ Dalbello

Red

3

Volkl

Salomon

Atomic

Smith

4

Rossignol

Look

Rossignol

Scott

5

Line

Rossignol

Tecnica

Poc

6

Armada

Atomic

Lange

Bern/Uvex

7

Atomic

Head

Head

Salomon

8

Head

Garmont

K2

9

4Front

Lowa

Sweet

10

Dynastar

Protec

Negative market influencies Winter 09/10

1. Primary industry concerns : ☻ ☻ ☻ ☻ ☻ ☻ ☻

Late snowfall Financial insecurity overstocks Increase of rental market Price sensitivity of people Cost of the sport Pressure on prices and profitability

2. Distribution concerns : ☻ ☻ ☻ ☻ ☻ ☻ ☻

Weak financial situation of shops Conservative attitude Internet sales and discounts Rental is becoming a major part of the business Early discounts Credit limits No stock risks

Distribution segmentation in %

sport shops (independant) sport chains

27%

34% 26%

34% 31%

33% 28%

28%

proshop 26%

0708

1%

12%

1%

7%

big box 4% 9%

35% 30% 25% 20% 15% 10% 5% 0%

flagship store

0809

0910

Manufacturing in % 40% 35%

35% 31% 30%

china

25%

21%

20%

france other East countries

15%

austria 9%

10% 5% 0%

4%

Price segmentation Freeskis prices ski prices

X < 199 €

199€